Monster Energy is introducing its newest product, Monster Ultra Fantasy Ruby Red, a grapefruit-flavored addition to its successful zero-sugar Ultra line. The new flavor will begin appearing on shelves across the US in mid-August and shows the brand continuing to innovate within the energy drink category.
Monster Ultra Fantasy Ruby Red provides a well-balanced mix of sweetness and tartness, specifically formulated to attract customers looking for invigorating and distinctive flavour profiles. The beverage has a bright pink color and contains the company's name energy mix, which provides a calorie-free energy kick.
This launch is at a time when the energy drink market is seeing rampant growth, especially within the zero-sugar category, which has grown 7.6% year-on-year.
On the basis of coherent market insights, the sugar-free energy drinks industry is anticipated to grow at a 5.8% CAGR during the forecast period of 2025-2032. The market size is USD 15.40 Bn in 2025 and is likely to be around USD 22.86 Bn in 2032. Market size is driven by growing health awareness and the disposable income of consumers.
The grapefruit taste has been recognized as one of the fastest-growing trends in cold drinks, putting Monster Ultra Fantasy Ruby Red in a position to capitalize on this trend. Interestingly enough, the taste has already succeeded in the US market, where it is the second-best-selling Ultra flavor.
The new product will be stocked in 500ml plain and price-marked cans, and four-can multipacks with striking graffiti-style branding from artist Mark 'Pinky' Taylor.
Coca-Cola Europacific Partners Great Britain Limited (CCEP), the company that owns the Monster brand in the UK, has pointed out that innovation has driven growth in the energy drinks sector.
The development of new products has made a 28% contribution to the category's overall growth during the last year, and Monster has accounted for over half of the category's innovation sales within this period.
The retailer has experienced a retail value growth of £78 million for the previous year, becoming the fastest-growing energy brand in Great Britain with a total market worth of over £756 million.
Helen Kerr, CCEP's associate director of portfolio development, said: "Energy drinks are continuing to grow in popularity with more consumers on more occasions during the day and continue to be the most dynamic soft drinks segment."
She went on to say: "Much of energy drinks growth is being fueled by zero sugar innovation, an area in which our Monster Ultra portfolio continues to stay at the forefront, with big flavour and even bigger can designs.".
Source:
Ecommerce PLatform: FOODBEV MEDIA Ltd.
Company: Monster Energy
